Showcase: Doméstico identity
Estudio Manifiesto Futura tapped the Mexican spirit in their identity work for a new bar
Manifiesto Futura's challenge was to put Mexican culture at the heart of the Doméstico brand, while avoiding cliché and parody. In doing so, the Monterrey-based studio has come up with an elegant and understated identity for the contemporary Mexico City bar.
From the anatomised ‘M’ logo to the shade of pink mirroring the colour of Mexican social security application forms, Manifiesto Futura's visual language is considered and methodical.
“Mexico City is a place where everything seems to scream at us,” says graphic designer Ceci Peralta. “We needed to tell a different story, so we created a bar that we would hang out in – an honest place, telling honest stories.”
“There’s an overall use of pink,” explains graphic designer Ceci Peralta, “which comes from something very Mexican: the registration form to apply for social security. Every Mexican knows what we’re talking about, but, sadly, not everyone has it.”
Mexico City-based bar Doméstico serves Mexican spirits: tequila and mezcal, and lesser-known liquors like raicilla, sotol, charanda, aguamiel and pulque – Manifiesto Futura branded the bottles for all of them.
Manifiesto Futura dissected the letter ‘M’ to give Doméstico a simple, three-lined logo that ties together all the elements of the branding project.
“Our goal was to create a brand that could be recognised worldwide,” says Peralta, “without obvious Mexican connotations. We decided to leave behind the typical cantina design, but still offer something really Mexican.”
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